Software giant SAP, historically a company strong on product development and weak on marketing, in 2000 was fighting the perception it was a late-comer to the Internet. As it rolled out a new Internet-suite of products, its image problem was compounded by a confusing approach to its brand, marked by numerous taglines, 9,000 web pages without a consistent feel, and a variety of logos. Realizing the need for a dramatic change, the company hired former Sony marketing executive Martin Homlish to overhaul its branding efforts.

In 2009, Samsung invited Professor Bernd Schmitt to advise the company about how it could transform its brand and appeal to consumers on an emotional level. Although Samsung was generally well-regarded for its technological skill and steady execution, it had a reputation for lacking innovation and creativity. In this case, students accompany Schmitt on his journey from Seoul to Silicon Valley to Las Vegas as he discovers how a revolutionary new camera might change consumers' perception of the brand.